Meet the experts
James Addlestone
James specialises in combining data science and behavioural economics to help businesses make better decisions, from pricing to communications.
He began his career as a data scientist within Deloitte’s strategy consulting arm, before moving into marketing. He went on to lead the Decision Science arm of RAPP, served as Chief Strategy Officer at Journey Further, and most recently led Data Arts at Saatchi & Saatchi, where he applied data and AI to creative decision-making.
Today, James focuses on understanding and predicting human behaviour through data, and in helping businesses set up the right data infrastructure to enable better decision-making and measurement.
He recently founded the Data Strategy agency Slipstream helping businesses do just that.
Lydia Hinchliff
Lydia is VP of Strategy at Journey Further, where she has built the agency’s Marketing Science and Strategic Planning functions from the ground up into two of its core, profitable capabilities. With nearly two decades of marketing industry experience, she has consistently connected brand thinking with commercial performance at a time when the industry treated the two as separate disciplines. Beginning her career in independent agencies before moving into global network agency leadership, Lydia brings rigorous, evidence-led thinking to every brief. An award-winning active industry contributor and speaker, she is also a committed advocate for social mobility and diverse hiring across the marketing industry.
Andy Johnson
With a 15+ year career spanning senior roles at large multinational brands and network agencies, Andy has led high-level growth for brands like Moonpig, L’Oréal-backed Noli, and Oddbox. Drawing on his experience as a consulting CMO and MD, he specializes in stripping away vanity metrics to redefine the KPIs that drive genuine marketing effectiveness. Andy’s session will confront the current media landscape, forcing a re-evaluation of how recent radical shifts in consumption are impacting brands far more than most leaders currently realize.
Emma Lambourne
With over a decade of experience in digital marketing and strategy, Emma specialises in bridging brand and performance to deliver impactful, insight-led campaigns that drive measurable growth. She previously held positions at Nouveau HD Beauty Group and Epiphany Search, where she developed expertise in digital strategy, client leadership, and experimentation. She is known for her collaborative approach and passion for turning complex marketing challenges into clear, effective action.
Amy Jones
Amy heads up our creative offering at Journey Further – a newly rebuilt social-first and platform-native studio combining classic adland thinking with a new media tech flex. She’s had the obligatory spin round a mix of big networks and indie agencies, working across the likes of Dettol, Flymo & Interflora – having spent the last 10 years dabbling broadly across campaigns, copy, content and how it should all look and feel.
Becs Jackson
Across a decade agency-side, Becs has led organic strategies for global brands such as Aston Martin, Fortnum & Mason and Maybourne Hotel Group, connecting legacy brands to new audiences.
As Director of Organic Strategy at Journey Further, Becs’s role is aligning our organic channels to achieve a holistic journey across SEO, Content & Digital PR.